In this episode of Search with Candour, Ben Goodey, founder of Spicy Margarita, joins Jack to discuss how to create revenue-driven SEO strategies.

The discussion explores how effective audience research impacts conversion rates, differentiating between top-of-funnel and bottom-of-funnel content, and the evolving role of SEO in the age of AI.

Ben shares his insights on creating revenue-driving strategies and the importance of client communication in achieving long-term success.

Follow Ben:

• Spicy Margarita: https://www.spicymargarita.co/
• How the f*ck: https://www.thefxck.com/
• LinkedIn: https://www.linkedin.com/in/benjamingoodey/

Resources:

• https://marketingcyborg.com/p/the-lema-framework-how-anyone-can
• https://withcandour.co.uk/podcast/how-to-create-content-that-stands-out-with-lily-ugbaja
• https://seo.thefxck.com/interviews/product-positioning-april-dunford/
• https://seotesting.com/
• https://www.goodreads.com/book/show/221251872-when-the-cranes-fly-south

00:00 How to make money from SEO

00:56 Introduction

02:04 Welcome, Ben Goodey

02:51 The Importance of Revenue-Driven SEO

09:39 Understanding Audience and Customer Research

13:10 The Role of Content in Building Trust

17:06 Leveraging Customer Insights for Effective SEO

29:39 Competitor Analysis and SEO Strategy

35:48 SERP Insights and Competitor Awareness

37:15 The Importance of Tracking Conversions

41:29 Integrating SEO with Broader Marketing Strategies

51:13 The Impact of AI on SEO Strategies

58:33 Final Thoughts and Recommendations

In this week's episode of Search With Candour, host Jack Chambers-Ward is joined by Leah Hart to explore the future of sustainable marketing in 2025.

They delve into the importance of both environmentally and personally sustainable practices. Topics include the pitfalls of greenwashing, the energy costs of AI tools like ChatGPT, and effective ways to avoid burnout and maintain personal well-being in the industry.

Follow Leah:

• Website: https://www.fourfront.us/
• LinkedIn: https://www.linkedin.com/in/hartleahc/

Recommendations

• https://www.thriftbooks.com/w/algorithms-to-live-by-what-computers-can-teach-us-about-solving-human-problems_brian-christian_tom--griffiths/10740830/item/25388624/
• https://ground.news/
• https://www.fourfront.us/blog/sustainable-digital-marketing/

00:00 Introduction

04:43 Welcome Leah Hart

07:08 Defining Sustainable Marketing

08:01 Challenges and Strategies in Sustainable Marketing

08:39 AI and Sustainability in Marketing

12:24 Identifying Genuine Sustainable Practices

22:06 Balancing Sustainability and Performance

23:35 Hybrid Work Models and Sustainability

27:12 Measuring Success in Sustainable Campaigns

29:35 The Role of AI in Sustainable Marketing

39:44 Personal Sustainability and Career Longevity

42:52 Balancing Work and Personal Life

44:00 Implementing Quitting Time and AI Tools

45:24 Building Team Relationships and Communication

49:52 Understanding Team Dynamics and Personality Types

58:04 Advice for New Marketers

01:05:50 Personal Habits for Reducing Stress

01:10:17 Recommendations and Conclusion

Join Jack Chambers-Ward as he sits down with the award-winning brand consultant and designer Jacob Cass.

Jacob recounts the harrowing experience of losing 95% of his site traffic and the strategies he employed for recovery.

Jacob and Jack discuss practical brand-building exercises, the relevance of maintaining consistency across different platforms, and the indispensable tools and techniques to thrive in the ever-evolving world of SEO and digital marketing in 2025.

Whether you're a solopreneur or a seasoned business owner, this episode is packed with invaluable insights and actionable advice that can help you manoeuvre through the complexities of digital branding and SEO.

Follow Jacob

• JUST Creative: https://justcreative.com/
• LinkedIn: https://www.linkedin.com/in/jacobcass/
• JUST Branding podcast: https://www.youtube.com/c/JUSTCreative
• Brand Builders Alliance: https://joinbba.com/
• Brand Builders Summit: https://brandbuilderssummit.com/

Recommendations

• https://www.aiprm.com/en-gb/
• Poetry for Neandethals: https://www.explodingkittens.com/products/poetry-for-neanderthals

00:00 The Rollercoaster of SEO and Personal Branding

01:12 Introduction

03:24 Jacob Cass's Journey and Career Highlights

06:33 The Impact of SEO Changes on Just Creative

12:11 Adapting to SEO Challenges and Shifting Strategies

24:03 The Importance of Personal Branding in 2025

30:59 Building a Resilient Brand

34:17 Client's SEO Struggles and Simple Solutions

36:19 The Power of Word of Mouth in Business

38:06 Consistency in Branding Across Platforms

39:26 Balancing Multiple Roles and Audiences

44:11 The Caveman Test and Simplifying Your Brand Message

52:12 Experimentation and Creativity in Branding

54:38 Final Thoughts and Recommendations

In this episode of Search With Candour, host Jack Chambers-Ward discusses the impact of Google's MUVERA (multi-vector retrieval system) on link building with guest Egor Golovin, Chief Commercial Officer at Serpzilla.

Together, they explore how MUVERA recontextualises backlinks, emphasising the importance of context, relevance, and trust over raw volume.

Egor shares his insights on current and future link building strategies, the role of AI-generated content, the significance of brand mentions, and the gradual shift towards more complex backlink strategies.

Whether you're a seasoned SEO professional or new to digital marketing, this conversation offers valuable insights for refining your link building approach in the evolving digital landscape.

Follow Egor

• Website: https://serpzilla.com/
• Follow Egor on LinkedIn: https://www.linkedin.com/in/egor-golovin-949919204/
• Follow Serpzilla on LinkedIn: https://www.linkedin.com/company/serpzilla/
• YouTube: https://www.youtube.com/@serpzilla

Resources and recommendations

• https://research.google/blog/muvera-making-multi-vector-retrieval-as-fast-as-single-vector-search/
• https://www.goodreads.com/book/show/3228917-outliers

00:00 Introduction

01:10 Welcome to Search With Candour

01:22 Introducing Egor Golovin

01:52 The Impact of MUVERA on Link Building

02:42 Podcast Updates and Viewer Engagement

04:07 What is MUVERA?

11:18 The Role of AI in Content and Link Building

12:25 Guest Posting and Digital PR in the Era of MUVERA

19:49 The Value of Brand Mentions and No-Follow Links

27:23 Link Protection Strategies

29:35 The Future of Backlink Strategies

30:14 Parasite SEO and Its Decline

33:13 Emerging Backlink Strategies

39:31 The Role of AI in SEO

42:58 Actionable SEO Tips

45:57 Recommendations

51:38 Conclusion

Join us LIVE from Brighton as the teams from ⁨@SEOMindsetPodcast⁩ and Search with Candour come together for an engaging and informative podcast.

In this special episode, the trio of hosts explore the importance of intentional social connections for career progression, and practical tips on maintaining good social health.

The episode also features insights from the audience, real-life stories, and a detailed analysis of Google's take on 'social health.’

Don't miss out on expert advice, heartfelt stories, and actionable tips designed to enhance your personal and professional growth in the SEO world!

Headline sponsor - SISTRIX

SISTRIX is the all-in-one SEO toolbox for those who want to succeed on Google, Amazon and Facebook. With SISTRIX's market-leading tools, you can optimise your website according to the latest Google guidelines, track competitors on Amazon and easily generate and perform research across TikTok, Instagram and YouTube.

Food sponsor - Majestic

Majestic maps the web to bring you the Link Intelligence data you need to dominate your market. Established in 2004, Majestic is dedicated to serving worldwide backlink data and analysis.

Drinks sponsor - Good Signals and Whitworth

Good Signals help brands that deserve to do better online – do just that. They use what makes your business unique and interesting to help you grow online in new and exciting ways – connecting your brand with the people who matter most to you.

Whitworth SEO specialise in authentic SEO without the jargon. Just proper SEO consultancy, no fluff and purely focused on delivering return on investment from your organic channel.

00:00 Introduction and Welcome

01:21 The SEO Mindset Podcast Origins

02:33 Introducing Search with Candour

03:45 SISTRIX: How does Google define social health?

04:40 Sponsor Acknowledgements

12:10 Exploring Social Health and Loneliness

17:01 Maintaining Work-Life Synergy

27:51 Overcoming Imposter Syndrome

37:09 Choosing Your Influential Five

37:36 Using the 5-3-1 Model

39:27 Quality Time and Presence

40:13 Balancing Social Health and Solitude

42:44 Tips for Social Health

42:58 Overcoming Fear and Trying New Things

54:49 Navigating Social Interactions and Remote Work

01:00:03 Q&A and Personal Stories

01:04:51 Closing Remarks and Thank Yous

Jack Chambers-Ward dives into the evolving world of SEO, AI, and branding with guest Yordan Dimitrov, SEO Manager at Reflect Digital. They discuss the importance of brand consistency, the role of LLMs (Large Language Models) like ChatGPT in shaping user experiences, and the pivotal strategies for maintaining visibility and relevance in an ever-changing digital landscape.

If you're curious about how AI is impacting SEO or want tips on optimising your brand’s digital presence, this episode is packed with valuable insights and recommendations.

Don't miss out on Yordan's upcoming talk at Brighton SEO and the exciting discussions around these crucial topics!

Follow Yordan:

• Reflect Digital: https://www.reflectdigital.co.uk/ 
• Website: https://yordandim.com/
• BioLink: https://yordan.bio.link/
• LinkedIn: https://www.linkedin.com/in/dimitrovy/ 
• Bluesky: https://bsky.app/profile/yordan-dimitrov.com 
• BrightonSEO talk: https://brightonseo.com/talks/forget-seo-vs-ai-build-a-brand-people-trust-or-get-left-behind

00:00 Embracing AI: The Younger Generation's Journey

01:14 Introduction to the Podcast

01:29 Interview with Yordan Dimitrov

01:41 The Importance of Brand in SEO

02:20 Upcoming Brighton SEO Event

04:15 SEO Strategies and User Behaviour

06:17 The Role of Brand and Visibility

10:05 Impact of AI on SEO Metrics

13:49 User-Generated Content and Reviews

22:21 Personalisation and AI in Search

25:14 The Future of Search and AI

31:06 Meta's AI Integration and User Consent

32:01 The Shift in Digital Marketing Metrics

33:04 The Impact of LLMs on User Conversion

34:32 E-commerce Strategies for Better User Experience

37:44 The Importance of Consistent Branding

38:39 Personalisation and Localisation in Marketing

45:55 The Role of User-Generated Content

51:31 Adapting SEO Strategies for AI and LLMs

54:17 Tool and Content Recommendations

59:43 Conclusion and Final Thoughts

In this bonus episode of Search With Candour, Jack Chambers-Ward and Mark Williams-Cook share their top recommendations for talks at the upcoming Brighton SEO conference.

Candour’s dynamic duo discusses talks that cover the value of human connection in digital PR, and explore the intricacies of AI, machine learning, and attribution models in SEO.

Whether you're attending Brighton SEO or simply interested in staying updated with the latest in the SEO world, this episode is packed with invaluable information and expert commentary.

Jack’s recommendations

1. John Iwuozor - https://brightonseo.com/events/october-2025/talks/vector-embeddings-for-everyday-marketers
2. Yordan Dimitrov - https://brightonseo.com/events/october-2025/talks/forget-seo-vs-ai-build-a-brand-people-trust-or-get-left-behind
3. Tom Capper - https://brightonseo.com/events/october-2025/talks/measuring-aio-impact-was-anyone-clicking-anyway
4. Myriam Jessier - https://brightonseo.com/events/october-2025/talks/making-all-content-machinereadable-geo-beyond-text-optimization
5. Lazarina Stoy - https://brightonseo.com/events/october-2025/talks/aipoweredormlenabled-semantic-keyword-research-for-the-ai-era

Mark’s recommendations

1. Tom Rawle - https://brightonseo.com/events/october-2025/talks/ai-is-dead-for-digital-pr-long-live-the-humans
2. Dixon Jones - https://brightonseo.com/events/october-2025/talks/what-ai-knows-about-your-brand-and-what-you-can-do-about-it
3. Luke Carthy - https://brightonseo.com/events/october-2025/talks/lastclick-attribution-is-broken-and-its-hurting-seo
4. Adam Gent - https://brightonseo.com/events/october-2025/talks/how-googles-search-index-works
5. Will Kennard - https://brightonseo.com/events/october-2025/talks/everything-you-need-to-know-about-react-server-components

00:00 Introduction and Episode Overview

00:38 Catching Up with Mark

02:11 Candour's Recent Projects and Developments

03:27 Upcoming BrightonSEO and Personal Updates

07:59 BrightonSEO Talk Recommendations

08:50 Mark recommends: Tom Rawle

11:27 Jack recommends: John Iwuozor

13:14 Mark recommends: Dixon Jones

17:10 Jack recommends: Yordan Dimitrov

20:04 Mark recommends: Luke Carthy

22:58 Jack recommends: Tom Capper

24:51 Mark recommends: Adam Gent

28:22 Jack recommends: Myriam Jessier

32:18 Mark recommends: Will Kennard

36:25 Jack recommends: Lazarina Stoy

38:53 Final Thoughts

In this episode of Search With Candour, Jack Chambers-Ward hosts Pablo Lopez to discuss the future of clickless SERPs and their impact on SEO.

They delve into the widespread adoption of AI in search engines like ChatGPT and Google's AI Mode, the effects on user journeys, and the shift from traditional SEO tactics to strategies focused on direct traffic and brand loyalty.

Pablo shares valuable insights on audience understanding, content strategy, and the importance of integrating SEO with other digital marketing channels.

If you're looking to stay ahead in the evolving world of SEO, this conversation is a must-watch!

Follow Pablo

• Dept Agency: https://www.deptagency.com/   
• Pablo on LinkedIn: https://www.linkedin.com/in/pablolopezm/ 

Pablo’s Recommendations

• https://ahrefs.com/blog/zero-click-search/ 

• https://ipullrank.com/how-ai-mode-works 

• https://seofomo.co/ 

  
  

00:00 Introduction

01:26 Welcome to Search With Candour

02:54 Introducing Pablo Lopez

04:02 The Future of Clickless SERPs

07:51 User Adaptation to AI Mode

10:58 Impact on User Behaviour and Trust

19:58 Shifting SEO Strategies

26:52 Measuring Success in a Clickless World

36:36 User-Focused Content and Brand Loyalty

38:39 SEO Strategies and Customer Understanding

40:27 Impact of AI on Publishing and Content Creation

50:54 Direct Traffic and Brand Recognition

57:54 Recommendations

01:07:44 Final Thoughts and Upcoming Episodes

In this week's episode of Search with Candour, Jack Chambers-Ward sits down with Manuel Madeddu to discuss the importance of a holistic approach to web performance.

They delve into the significance of connecting various elements such as SEO, user experience, and sustainability for optimal web performance.

Manuel shares his insights on adapting to the evolving search landscape, the critical metrics to monitor, and the significance of bridging the gap between different departments.

Follow Manuel

• LinkedIn: https://www.linkedin.com/in/manuel-madeddu/
• Carpet Joe: www.carpetjoe.com

00:00 Introduction to AI and SEO

00:57 Welcome to Search With Candour

02:30 Guest Introduction: Manuel Madeddu

04:54 The Importance of a Holistic Approach

07:23 Web Performance and Sustainability

14:03 The Evolution of Search and SEO

35:58 Balancing UX, Design, and SEO

41:58 The Importance of Accessibility in Web Development

44:15 Real-World Examples of Accessibility Challenges

47:50 The Role of Legislation in Accessibility

48:25 Colorblindness and User Experience

51:06 Recommendations and Final Thoughts

54:48 Tools and Software for Web Performance

55:59 Entertainment Recommendations: Movies, Games, and Anime

01:08:15 Upcoming Events and Personal Updates

Join hosts Jack Chambers-Ward and Mark Williams-Cook in this week's episode of Search with Candour as they discuss recent Google SERP changes and the impact of AI on keyword research.

Discover why the SEO community is buzzing about Google changing the num100 parameter and how these modifications affect impressions and rank tracking.

Additionally, the dynamic duo share conference experiences, and tease upcoming speaking engagements.

Links:

• Search ‘n’ Stuff conference: https://searchnstuff.co.uk/conferences/search-n-stuff-antalya-conference-2025/
• International Search Summit: https://events.transperfectdigital.com/international-search-summit/
• Personas for AI search: https://searchengineland.com/seo-personas-ai-search-461343
• Google search drops num100 parameter: https://www.seroundtable.com/google-search-drops-100-results-parameter-40097.html
• Jack’s brightonSEO talk: https://brightonseo.com/events/october-2025/talks/the-future-of-content-with-zero-clicks
• Sponsor Jack’s charity MMA fight: https://justgiving.com/page/jack-chambers-ward

Timestamps:

00:00 Introduction

00:44 Conference Highlights and AI Keyword Research

01:58 Personalisation in AI Search

07:30 Upcoming Conferences and Events

12:56 Google's Search Parameter Changes

21:55 Impact of Bot Traffic on Google Search Console Data

24:13 Rise of New Crawlers and Tools

25:34 Google's JavaScript Requirement Update

27:33 AI Mode and the Future of Search

35:10 Transparency and Data Limitations

40:20 Upcoming Events and Conferences